Acerca de este Curso
4.5
424 calificaciones
120 revisiones
Programa Especializado
100% online

100% online

Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Hours to complete

Aprox. 8 horas para completar

Sugerido: 7 hours/week...
Available languages

Inglés (English)

Subtítulos: Inglés (English)...

Habilidades que obtendrás

Market SegmentationCustomer Lifetime ValueMarketing AnalyticsMarketing Performance Measurement And Management
Programa Especializado
100% online

100% online

Comienza de inmediato y aprende a tu propio ritmo.
Fechas límite flexibles

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Hours to complete

Aprox. 8 horas para completar

Sugerido: 7 hours/week...
Available languages

Inglés (English)

Subtítulos: Inglés (English)...

Programa - Qué aprenderás en este curso

Semana
1
Hours to complete
26 minutos para completar

Module 0 : Introduction to Foundation of Marketing Analytics

In this short module, we will introduce the field of marketing analytics, and layout the structure of this course. We will also take that opportunity to explore a retailing data set that we’ll be using throughout this course. We will setup the environment, load the data in R (we’ll be using the RStudio environment), and explore it using simple SQL statements. ...
Reading
2 videos (Total: 16 min), 1 reading
Video2 videos
Setting up the environment and exploring the data (recital)12m
Reading1 lectura
.R files and dataset10m
Semana
2
Hours to complete
1 hora para completar

Module 1 : Statistical segmentation

In this module, you will learn the inner workings of statistical segmentation, how to compute statistical indicators about customers such as recency or frequency, and how to identify homogeneous groups of customers within a database. We will alternate lectures and R tutorials, making sure that, by the end of this module, you will be able to apply every concept we will cover. ...
Reading
9 videos (Total: 42 min), 2 readings, 1 quiz
Video9 videos
Hierarchical segmentation4m
Selecting the "right" number of segments2m
Segmentation variables1m
Recency, frequency, and monetary value1m
Computing recency, frequency and monetary value with R (Recital 1)8m
Data transformation3m
Preparing and transforming your data in R (Recital 2)3m
Running a hierarchical segmentation in R (Recital 3)10m
Reading2 lecturas
Acxiom URL10m
Instructions before starting the quiz 110m
Quiz1 ejercicio de práctica
Quiz module 1 - 20% of final grade10m
Semana
3
Hours to complete
1 hora para completar

Module 2 : Managerial segmentation

Statistical segmentation is an invaluable tool, especially to explore, summarize, or make a snapshot of an existing database of customers. But what most academics will fail to tell you is that this kind of segmentation is not the method of choice for many companies, and for good reasons. In this module, you will learn to perform managerial segmentations, which are not built upon statistical techniques, but are an essential addition to your toolbox of marketing analyst. You will also learn how to segment a database now, but also at any point in time in the past, and why it is useful to managers to do so. ...
Reading
7 videos (Total: 47 min), 1 reading, 1 quiz
Video7 videos
Developing a managerial segmentation3m
Coding a managerial segmentation in R (Recital 1)17m
Describing segments2m
Segmenting a database retrospectively in R (Recital 2)6m
Segments and revenue generation2m
R tutorial (Recital 3)12m
Reading1 lectura
Instructions before starting quiz 210m
Quiz1 ejercicio de práctica
Quiz module 2 - 20% of final grade10m
Semana
4
Hours to complete
1 hora para completar

Module 3 : Targeting and scoring models

How can Target predict which of its customers are pregnant? How can a bank predict the likelihood you will default on their loan, or crash your car within the next five years, and price accordingly? And if your firm only has the budget to reach a few customers during a marketing campaign, who should it target to maximize profit? The answer to all these questions is… by building a scoring model, and targeting your customers accordingly. In this module, you will learn how to build a customer score, which in marketing usually combines two predictions in one : what is the likelihood that a customer will buy something, and if he does, how much will he buy for? ...
Reading
4 videos (Total: 29 min), 1 reading, 1 quiz
Video4 videos
What you need to develop a scoring model2m
Calibration data and statistical model5m
Building a predictive model in R (Recital)18m
Reading1 lectura
Instructions before starting quiz 310m
Quiz1 ejercicio de práctica
Quiz module 3 - 20% of final grade10m
4.5
Career direction

17%

comenzó una nueva carrera después de completar estos cursos
Career Benefit

83%

consiguió un beneficio tangible en su carrera profesional gracias a este curso
Career promotion

25%

consiguió un aumento de sueldo o ascenso

Principales revisiones

por TBDec 2nd 2017

Lectures were insightful and very applicable. Learning was reinforced with well documented R scripts. After this course I feel capable of applying these concepts to my own company.

por MKFeb 8th 2016

I was expecting a lot from this course. from basic to advanced fundamentals. this course should be floated as full specialization rather than as a part of other specialization.

Instructor

Avatar

Arnaud De Bruyn

Professor at ESSEC Business School
Marketing department

Acerca de ESSEC Business School

For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all. ...

Acerca del programa especializado Strategic Business Analytics

This specialization is designed for students, business analysts, and data scientists who want to apply statistical knowledge and techniques to business contexts. We recommend that you have some background in statistics, R or another programming language, and familiarity with databases and data analysis techniques such as regression, classification, and clustering.We’ll cover a wide variety of analytics approaches in different industry domains. You’ll engage in hands-on case studies in real business contexts: examples include predicting and forecasting events, statistical customer segmentation, and calculating customer scores and lifetime value. We’ll also teach you how to take these analyses and effectively present them to stakeholders so your business can take action. The third course and the Capstone Project are designed in partnership with Accenture, one of the world’s best-known consulting, technology services, and outsourcing companies. You’ll learn about applications in a wide variety of sectors, including media, communications, public service,etc. By the end of this specialization, you’ll be able to use statistical techniques in R to develop business intelligence insights, and present them in a compelling way to enable smart and sustainable business decisions. You’ll earn a Specialization Certificate from one of the world’s leading business schools and learn from two of Europe’s leading professors in business analytics and marketing....
Strategic Business Analytics

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.

¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.